Jeep Dreams: A 30-Year Love Story with a Happy Beginning

When I think about the cars I’ve owned, I often go back to my mid-20s and a car that I still fondly remember: my electric “Baja” blue Chevy S-10 pickup. It wasn’t just a car. It was a dream I’d had for years, and finally, I had it. But as with many things, life had other plans. After finishing graduate school and landing a VP title during the dot-com boom of the 90s, I thought, “Executives don’t drive trucks.” So, I sold the S-10 and replaced it with something that felt more ‘executive’ — a Saturn sedan. It was a practical choice, but the regret still stings.

This was also not my first experience with trucks. My first memory of driving a truck came at the age of 8. I was working at my local church, and somehow, they handed me the keys to a Nissan pickup. Of course, I wasn’t really supposed to be driving it. Instead, I was supposed to be hauling bricks around (on private property). But let’s just say the truck and I had other plans, particularly involving some impromptu donuts on the field. It was a blast. I absolutely loved it, and since then, trucks have always had a special place in my heart.

When it comes to Jeeps, the love story goes back even further. Growing up in Southern California, Jeeps were as much a part of the culture as surfing or beach volleyball. The idea of owning an army surplus Jeep was always in the back of my mind. And as I started to buy cars over the years — whether they were Toyotas, Mazdas, or Chevys — I still found myself gravitating toward the idea of owning a Jeep. But practicalities, like being frugal, often kept me from taking the leap. And with trucks getting bigger and bigger, the Jeep’s small, versatile frame stood out to me as a solid option.

Fast forward to today, and it was finally time for me to move on from my current car (which I am planning on passing on to my daughter). It had been years of driving around sedans and now, I was ready to get something I really wanted — not just a cheap car. The search for the perfect ride began.

I’d been looking at smaller, more practical 4-wheel drive vehicles. The problem? The options just didn’t appeal to me.

When it comes to current trucks, the options are a bit… off. We’ve got these massive, full-size trucks like the Chevy Silverado and the Ford F-150 that are just too damn big. They’re built for hauling mountains of stuff, but they also take up half the road. Then, on the other end of the spectrum, there are the smaller trucks — the ones that still have a 4-door cabin but a tiny, short bed (think Ranger, Colorado, or little Maverick). They look like some weird Frankenstein creation, as if they couldn’t decide whether to be a truck or a family SUV. It’s like they’re trying to do everything but end up doing nothing quite right. I don’t want a monstrosity, but I also don’t want a truck that looks like it’s stuck in some weird identity crisis.

And that’s when the Jeep made perfect sense.

Now, I’ll admit, I’ve got a thing for bold, vibrant colors. In fact, when I used to play video games like Need for Speed, I would always paint my cars yellow. There’s something about a bright, attention-grabbing color that just feels right to me. 2024 was the last year that Jeep was offering the bright, neon colors that made a statement. There was the electric blue, the neon green, and even a neon yellow.  They are keeping the blue, but the others are not on in 2025, and I was not into getting a wrap.

But as I did my research on various smaller trucks and 4x4s, I noticed a trend: Jeep prices were too high. The dream still seemed out of reach, and it didn’t look like the prices were coming down anytime soon.

But I didn’t give up, I kept watching the market. And then, in September of 2024, my colleague Chris who owns a Jeep and knows I was interested got me paying attention to some developing news. Rumor was Jeep inventories were getting too high. That was the moment I decided it was time to make a move. The price wasn’t dropping much, but the inventory shift meant I had a shot at getting a better deal soon. So, I decided to test drive one.

I was on a trip with my daughter visiting the University of Arizona, flying into Phoenix and driving to Tucson. I rented a Jeep to get a feel for it. The model I tested was the Willy, and while I absolutely loved the look and feel of the vehicle, it came with one major problem: the mud tires. They were incredibly noisy, especially at highway speeds. I found myself struggling to hear my music or even carry on a conversation with my wife at 70 mph. Not exactly ideal. My dream was starting to feel like a bit of a nightmare. But even with that issue, I couldn’t shake my love for the Jeep. I kept thinking about how much fun they were to drive and how much I’d always wanted one.

In the meantime, I also considered the Ford Bronco Sport. They had some interesting colors, and the retro feel was appealing. The Bronco itself didn’t quite hit the mark for me — it was a bit too wide, and I still wanted something smaller. But the Bronco Sport? It was a strong contender. Still, there was something about the Jeep that called to me.

One day, during an office meeting with my brother and son-in-law, we started talking about Jeeps versus Broncos. My son-in-law, who knows me well, looked me in the eye and said, “You’re going to regret not getting the iconic Jeep. It’s the one you want, the one you’ve always dreamed about.” That was the moment it all clicked. I couldn’t ignore it anymore.

Just before Christmas, I found the deal of a lifetime: a bright yellow Jeep with a black top. The list price was $45,000, but they were offering a $10,000 discount. It was a no-brainer. I had to go for it.

And that’s how I finally decided on a Jeep. But that’s only the beginning of my journey. It wasn’t easy even getting it. What happened next? Well, that’s another story. Stay tuned for more!